Content Marketing Solution Study

1. Content Marketing Solution Study Content Marketing: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study By: Clare Price, VP Research With: Kristen Maida, Senior Research Analyst June 2014

2. 3 4 6 7 9 12 Executive Summary What is Content Marketing? Benefits of Content Marketing Content Marketing Deployment Lifecycle Vendor Selection Criteria Content Marketing Solutions Landscape Table of Contents 22 23 24 Analyst Bottom Line About the Research Analysts Our Solution Study Methodology 18 20 Content Marketing Maturity Model Action Plan 25 About Demand Metric 3 4 6 7 9 12 Executive Summary What is Content Marketing? Benefits of Content Marketing Content Marketing Deployment Lifecycle Vendor Selection Criteria Content Marketing Solutions Landscape Table of Contents 22 23 24 Analyst Bottom Line About the Research Analysts Our Solution Study Methodology 18 20 Content Marketing Maturity Model Action Plan 25 About Demand Metric

3. EXECUTIVE SUMMARY © 2014 Demand Metric Research Corporation. All Rights Reserved. It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed. Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme (with an occasional nod in the direction of the storefront or traditional marketing channels, such as direct mail and print advertising). In our Digital Marketing Solution Study Series, we examine five components of Digital Marketing components. In this report, we will focus on the growing practice area of Content Marketing and cover the following sections:  A Definition of Content Marketing  The Benefits of Content Marketing  Content Marketing Deployment Lifecycle  Vendor Selection Criteria  Content Marketing Solutions Landscape  Content Marketing Maturity Model  Action Plan & Toolkit Content Marketing: Insights, Landscape & Vendor Analysis 3 EXECUTIVE SUMMARY © 2014 Demand Metric Research Corporation. All Rights Reserved. It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed. Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme (with an occasional nod in the direction of the storefront or traditional marketing channels, such as direct mail and print advertising). In our Digital Marketing Solution Study Series, we examine five components of Digital Marketing components. In this report, we will focus on the growing practice area of Content Marketing and cover the following sections:  A Definition of Content Marketing  The Benefits of Content Marketing  Content Marketing Deployment Lifecycle  Vendor Selection Criteria  Content Marketing Solutions Landscape  Content Marketing Maturity Model  Action Plan & Toolkit Content Marketing: Insights, Landscape & Vendor Analysis 3

4. Content is King. Its reign as the premier marketing focus for Digital Marketing shows no signs of abating. Rather, the content is becoming stronger, richer and more integrated as the ways and means to deploy content for marketing rapidly expands. It’s tempting to push as much content out as possible and hope that some of it hits the right person at the right time. However, that approach is akin to the old “broadcast” media approach. More content is not the answer; it needs to be the right content. Context is critical. As important as content is, it is equally true that the world is awash in content. Few of us can keep up with the our main interests, let alone other subjects pertaining to our careers and lives. This makes context as valuable as content, more so if you truly want to get a response to your content marketing. Our Content Marketing Solution Study looks at the range of content platforms. We will examine the landscape, vendors and solutions for the three foundation platforms – Web Content Management Platforms, Content Marketing Platforms and Content Distribution Platforms. These platforms and toolsets provide the WHAT IS CONTENT MARKETING? Content Marketing: Insights, Landscape & Vendor Analysis structure that content marketers need to create relevant, personalized content for each of their individual audiences. Demand Metric defines Content Marketing as the strategies, processes and technologies that support the development, deployment, management and measurement of content used for marketing and advertising. Content Marketing involves relevant, personalized content that creates or changes the users’ experience, attitudes or preferences. Role in Digital Marketing Demand Metric considers Content Marketing to be an integral part of Digital Marketing as illustrated by our Digital Marketing Framework on the next page (Figure 1). Driven by the Content Marketing Manager, processes, technologies and WCM platforms are used by Senior Management, Strategic Comm, Community & Social Media Managers, PR and Product Marketing. The common metrics for Content Marketing include content views, links earned, content conversion and content published. 4 Content is King. Its reign as the premier marketing focus for Digital Marketing shows no signs of abating. Rather, the content is becoming stronger, richer and more integrated as the ways and means to deploy content for marketing rapidly expands. It’s tempting to push as much content out as possible and hope that some of it hits the right person at the right time. However, that approach is akin to the old “broadcast” media approach. More content is not the answer; it needs to be the right content. Context is critical. As important as content is, it is equally true that the world is awash in content. Few of us can keep up with the our main interests, let alone other subjects pertaining to our careers and lives. This makes context as valuable as content, more so if you truly want to get a response to your content marketing. Our Content Marketing Solution Study looks at the range of content platforms. We will examine the landscape, vendors and solutions for the three foundation platforms – Web Content Management Platforms, Content Marketing Platforms and Content Distribution Platforms. These platforms and toolsets provide the WHAT IS CONTENT MARKETING? Content Marketing: Insights, Landscape & Vendor Analysis structure that content marketers need to create relevant, personalized content for each of their individual audiences. Demand Metric defines Content Marketing as the strategies, processes and technologies that support the development, deployment, management and measurement of content used for marketing and advertising. Content Marketing involves relevant, personalized content that creates or changes the users’ experience, attitudes or preferences. Role in Digital Marketing Demand Metric considers Content Marketing to be an integral part of Digital Marketing as illustrated by our Digital Marketing Framework on the next page (Figure 1). Driven by the Content Marketing Manager, processes, technologies and WCM platforms are used by Senior Management, Strategic Comm, Community & Social Media Managers, PR and Product Marketing. The common metrics for Content Marketing include content views, links earned, content conversion and content published. 4

5. TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budgeting Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Demand Generation Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Community & Social Media Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Public Relations External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Product Marketing New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate WCM Mobile Development Platforms Video Production Platforms Customer Experience Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) Customer Profile Management Customer Support, Twitter Survey & Social Channels Figure 1: Digital Marketing Framework Content Marketing: Insights, Landscape & Vendor Analysis TECHNOLOGY Senior Management ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budgeting Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Demand Generation Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Community & Social Media Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Public Relations External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Product Marketing New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate WCM Mobile Development Platforms Video Production Platforms Customer Experience Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) Customer Profile Management Customer Support, Twitter Survey & Social Channels Figure 1: Digital Marketing Framework Content Marketing: Insights, Landscape & Vendor Analysis

6. The benefits of effective content marketing span most customer- facing parts of the organization, especially marketing, sales and customer service. When visitors, buyers and consumers interact with your content, they reveal much about their preferences and interests that can be used to provide them with a better experience that encourages them to purchase your products and services. The primary benefits of Content Marketing include: 1. Engage your audience with a relatable experience. 2. Tell a story that creates a relationship. 3. Attract the best sales prospects for your product or service. 4. Provide a consistent customer experience by providing content for a specific buyer persona at a specific stage in the buyer’s journey. 5. Lower the cost of marketing campaigns. 6. Increase website, blog traffic and SEO. 7. Collect more relevant and accurate customer data across multiple touch points. 8. Provide a more personalized, local experience that can be received and processed quickly. 9. Build a stronger, more targeted email list. 10. Nurture leads to become sales opportunities. 11. Improve the quality of social sharing, social referrals and social engagement. 12. Ensure message consistency across all marketing channels. BENEFITS OF CONTENT MARKETING © 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis 6 The benefits of effective content marketing span most customer- facing parts of the organization, especially marketing, sales and customer service. When visitors, buyers and consumers interact with your content, they reveal much about their preferences and interests that can be used to provide them with a better experience that encourages them to purchase your products and services. The primary benefits of Content Marketing include: 1. Engage your audience with a relatable experience. 2. Tell a story that creates a relationship. 3. Attract the best sales prospects for your product or service. 4. Provide a consistent customer experience by providing content for a specific buyer persona at a specific stage in the buyer’s journey. 5. Lower the cost of marketing campaigns. 6. Increase website, blog traffic and SEO. 7. Collect more relevant and accurate customer data across multiple touch points. 8. Provide a more personalized, local experience that can be received and processed quickly. 9. Build a stronger, more targeted email list. 10. Nurture leads to become sales opportunities. 11. Improve the quality of social sharing, social referrals and social engagement. 12. Ensure message consistency across all marketing channels. BENEFITS OF CONTENT MARKETING © 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis 6

7. Content Marketing platforms fall into two categories – Web Content Management (WCM) and Content Marketing & Distribution (CMS/CDS), which will be discussed in detail in the Content Marketing Solutions Landscape portion of this report. While both categories may include similar functionality and features, each has a different end goal in mind. Consequently, the approach to implementing and deploying solutions from each category vary. In this section, we will discuss the separate lifecycles for WCM and CMS/CDS platforms. WCM Stages of Deployment We see six stages in the deployment of WCM platform beginning with content creation and circling to integration with other systems. Figure 2 illustrates a common deployment lifecycle for WCM platforms. 7 CONTENT MARKETING DEPLOYMENT LIFECYCLE © 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis 1. Create Content 2. Develop Assets 3. Manage Workflow 4. Deliver to Channels 5. Manage & Measure 6. Enterprise System Integration Figure 2: WCM Deployment Lifecycle Web Content Management Deployment Lifecycle Content Marketing platforms fall into two categories – Web Content Management (WCM) and Content Marketing & Distribution (CMS/CDS), which will be discussed in detail in the Content Marketing Solutions Landscape portion of this report. While both categories may include similar functionality and features, each has a different end goal in mind. Consequently, the approach to implementing and deploying solutions from each category vary. In this section, we will discuss the separate lifecycles for WCM and CMS/CDS platforms. WCM Stages of Deployment We see six stages in the deployment of WCM platform beginning with content creation and circling to integration with other systems. Figure 2 illustrates a common deployment lifecycle for WCM platforms. 7 CONTENT MARKETING DEPLOYMENT LIFECYCLE © 2014 Demand Metric Research Corporation. All Rights Reserved. Content Marketing: Insights, Landscape & Vendor Analysis 1. Create Content 2. Develop Assets 3. Manage Workflow 4. Deliver to Channels 5. Manage & Measure 6. Enterprise System Integration Figure 2: WCM Deployment Lifecycle Web Content Management Deployment Lifecycle

8. CMS/CDS Stages of Deployment For CMS/CDS platforms, we see seven stages in the deployment lifecycle, beginning with developing a content strategy and progressing through to measurement. Figure 3 illustrates a common deployment cycle for CMS/CDS platforms. Content Marketing: Insights, Landscape & Vendor Analysis 1. Develop Content Strategy 2. Create Content 3. Discover & Curate 4. Manage Workflow 5. Manage Assets 6. Publish & Distribute 7. Measure Figure 3: Content Marketing & Distribution Deployment Lifecycle Content Marketing & Distribution Deployment Lifecycle 8© 2014 Demand Metric Research Corporation. All Rights Reserved. CMS/CDS Stages of Deployment For CMS/CDS platforms, we see seven stages in the deployment lifecycle, beginning with developing a content strategy and progressing through to measurement. Figure 3 illustrates a common deployment cycle for CMS/CDS platforms. Content Marketing: Insights, Landscape & Vendor Analysis 1. Develop Content Strategy 2. Create Content 3. Discover & Curate 4. Manage Workflow 5. Manage Assets 6. Publish & Distribute 7. Measure Figure 3: Content Marketing & Distribution Deployment Lifecycle Content Marketing & Distribution Deployment Lifecycle 8© 2014 Demand Metric Research Corporation. All Rights Reserved.

9. We recommend that organizations evaluate vendors in the Content Marketing solution space based on the lifecycles reviewed in the Content Marketing Deployment Lifecycle section of this report. Web Content Management and Content Marketing and Distribution platforms should be evaluated on a case-by-case basis for each organization. Download and complete Demand Metric’s Web Content Management Vendor Evaluation or our Content Marketing & Distribution Vendor Evaluation to assess several vendors at one time to see which may work best for your organization. Figure 5 (on the next page) highlights the key functionality of a WCM platform according to the level of complexity from Basic to Cutting-Edge. Figure 6 (on Page 11) highlights the key functionality of CMS/CDS platforms based on the same four tiers. Use these graphics to determine the features that are right for your company. VENDOR SELECTION CRITERIA 9© 2014 Demand Metric Research Corporation. All Rights Reserved. Download Figure 4: Web Content Management Vendor Evaluation Content Marketing: Insights, Landscape & Vendor Analysis We recommend that organizations evaluate vendors in the Content Marketing solution space based on the lifecycles reviewed in the Content Marketing Deployment Lifecycle section of this report. Web Content Management and Content Marketing and Distribution platforms should be evaluated on a case-by-case basis for each organization. Download and complete Demand Metric’s Web Content Management Vendor Evaluation or our Content Marketing & Distribution Vendor Evaluation to assess several vendors at one time to see which may work best for your organization. Figure 5 (on the next page) highlights the key functionality of a WCM platform according to the level of complexity from Basic to Cutting-Edge. Figure 6 (on Page 11) highlights the key functionality of CMS/CDS platforms based on the same four tiers. Use these graphics to determine the features that are right for your company. VENDOR SELECTION CRITERIA 9© 2014 Demand Metric Research Corporation. All Rights Reserved. Download Figure 4: Web Content Management Vendor Evaluation Content Marketing: Insights, Landscape & Vendor Analysis